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Class Code:: English BORCHERT Philipp

1. This document provides information on the "Essentials in Digital Analytics 1708" course offered at IÉSEG - School of Management. 2. The course is a 2-credit master's level course taught in English during the first semester and provides a thorough introduction to digital analytics and applications. 3. It is structured around 4 interactive sessions covering topics like the digital ecosystem, analytics tools, the customer journey, and data-driven decision making. Students will be assessed through a written exam, group project, and continuous assessment.

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55 views3 pages

Class Code:: English BORCHERT Philipp

1. This document provides information on the "Essentials in Digital Analytics 1708" course offered at IÉSEG - School of Management. 2. The course is a 2-credit master's level course taught in English during the first semester and provides a thorough introduction to digital analytics and applications. 3. It is structured around 4 interactive sessions covering topics like the digital ecosystem, analytics tools, the customer journey, and data-driven decision making. Students will be assessed through a written exam, group project, and continuous assessment.

Uploaded by

Mota Licious
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ESSENTIALS IN DIGITAL ANALYTICS 1708

2021 - 2022 Credit : 2 IÉSEG - School of Management


Class code : 2122_SYL_MKT_1708 MKT

Level Year Semestre Campus Language of instruction


Master - S1 L/P English

Lecturer(s) BORCHERT Philipp

Prerequisities
Basic understanding of digital technologies.

Learning objectives

1.B Successfully collaborate within a intercultural team / 1.C Communicate effectively in English / 3.A Breakdown complex
organizational problems using the appropriate methodology / 3.B Propose creative solutions within an organization / 4.C
Convey powerful messages using contemporary presentation techniques / 5.B Construct expert knowledge from cutting-
edge information / 5.C Employ state-of-the-art management techniques / 6.B Synthesize multifaceted information from
various sources across different functional fields / 6.C Combine different skills and management disciplines in support of
interdisciplinary responsibilities

Course description
The course provides a thorough introduction to digital analytics and its applications. Students will acquire the necessary
knowledge and skills to thrive in a digital working environment. The course is structured around 4 interactive sessions.
Session 1: Introduction - Introduction to digital marketing analytics - History of & a modern view on data analytics - The
digital ecosystem - Digital data infrastructure
Session 2: Analysis & reporting - Digital marketing vocabulary - Applying a measurement framework - Introduction of most
important digital metrics - Analytics and tools - Google analytics intro - Digital marketing maturity
Session 3: Optimization & automation - The customer journey and customer touchpoints. - Managing the sales funnel (e.g.,
converting leads to customers) - Search Engine Marketing (SEM) and Search Engine Optimization (SEO) - Marketing
automation
Session 4: Experimentation & learning - Designing, conducting, and analyzing experiments in a digital marketing
environment - A/B testing - Data-driven decision making - Intro to predictive modelling & machine learning - Artificial
Intelligence & Big Data - Applications of data driven decision making in digital marketing

Assessment / Feedback

Rated element 1 2 3 4 5 6 7 8 9 10 11 12

Continuo Written Group


Type of test
us exam project

Number of hours if
2.0
written

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2nd session true

Coefficient 20.0 50.0 30.0

Recommended reading
Digital Marketing Analytics: In theory and in practice by Kevin Hartman (2020)
Digital Marketing Analytics (2nd edition) by Chuck Hemann & Ken Burbary (2018)
Web Analytics Demystified by Eric Peterson (2004).
The art of SEO (3rd edition): Mastering Search Engine Optimization by Eric Enge, Stephan Spencer, Jessie Stricchiola
(2015, O'Reilly Media)
Reviews : Driving Digital Strategy: A guide to reimagining your business by Sunil Gupta in Harvard Business Review (2018).

Work load

Type of course Number of hours

Face to face
Interactive courses 16.0

Independent study

Personnal work 14.0

Collective project 6.0

Independent work

E-learning 14.0

Total 50.0

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